Competition for clients is keenest in economic downturn always, amplifying the needs for better legal firm marketing and outreach precisely at the time when the resources are most sparse. For small legal firm practitioners, who frequently lack a super-firm’s arsenal of advertising resources, the challenges can be mainly great. However, there are numerous ways to effectively compete for clients’ attention, and small law firm lawyers don’t require expensive marketing to be efficient marketers. They can copy the marketing programs and strategies of larger legal firms without paying dollars for a costly professional marketing infrastructure.
Small firm practitioners can consider the following “DIY” tips depending on effective programs that are conducted at large firms:
Know Your Products
The marketing professionals will notify you that “product knowledge” and “product development” composes the first 4 Ps of marketing (product, price, placement and promotion). For smaller firm lawyers, this may mean taking hard look on who your core customers are and finding what products they wish for. If you want to really focus your law practice on the high-end clients, maybe you must abandon the distraction of commoditized work, like closing work for real estate matters or simple wills. In contrast, if you wish to represent a broad clientele – some with few resources – you may want to develop a whole tier of low-cost, “no frills” fixed fee products which can be bulk-produced to fit many more pedestrian requirements and budgets.
Think about client’s frame of references and you’ll understand your services better and be capable to explain them in a better way. This will cost you nothing but can get a big difference in your legal practice.
Promote Your Services
Every large legal firm has a great legal firm marketing plan for advertising, and each small firm must have one too, although it’s scratched on any napkin over lunch. Offering good services at good costs will not get you any profit if no one knows about it. Therefore, think of how you can market your services without spending large firm budgets. If you’ve extra hours when phone doesn’t rings, you may invest that time to enhance the description of your services and price on your site. You also can create solid description and post them free on professional networking websites.
There are many methods of inexpensive marketing that you can use as well. So just work on what can you do in your budget, and locate a plan for promotional activities each month or every quarter.
Build Trust with Prospects and Clients
Extensive marketing and promotion studies have revealed that the buyers of any services and mainly buyers of professional law services are making buying decisions depending on trust. Think about it. An average client possibly has no ideas what school did you attend or where did you graduated from. They normally don’t know whether you’re perceived as a good lawyer or relative unidentified. What they know is whether they trust you or not. Try to find methods of making more close connections with prospects and clients.